US balloon boy case 'not a hoax'... so just PR?

Saw this on the BBC site:
BBC NEWS | Americas | US balloon boy case 'not a hoax'

A Colorado sheriff has said there is no indication that the family of a boy thought to have been carried away by a helium balloon was carrying out a hoax.

The disappearance of Falcon Heene, six, became a media drama that gripped the nation. He was later found at home.

Suspicions were aroused when the child, when asked on TV why he had stayed hidden, said "we did this for a show".

....He and his wife Mayumi have previously appeared on the reality TV show Wife Swap, leading to speculation in the media that the latest incident might have been a publicity stunt.

US news networks devoted hours of live coverage to the drama on Thursday after it was reported the boy might be in a balloon floating high over Colorado....


So is this just a great form of PR, with countless TV Airtime? Ok so the aim would be for personal publicity, but its fascinating how different PR stunts can be incredibly successful for business, and at minimal cost!

__________________
Thanks
Clive

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